Domain‐specific Market Segmentation
W. Fred van Raaij
(Erasmus University, Rotterdam, The Netherlands)
Theo M.M. Verhallen
(Tilburg University, Tilburg, The Netherlands)
17975
Abstract
Proposes domain‐specific market segmentation as a promising approach as compared with segmentation based on general or on brand‐specific variables. Treats product differentiation and positioning as the counterpart of market segmentation. The link between market segmentation, on the one hand, and product differentiation, on the other hand, is the product benefit. The product benefit is the interaction of the product and the consumer.
Keywords
Citation
Fred van Raaij, W. and Verhallen, T.M.M. (1994), "Domain‐specific Market Segmentation", European Journal of Marketing, Vol. 28 No. 10, pp. 49-66. https://doi.org/10.1108/03090569410075786
Publisher
:MCB UP Ltd
Copyright © 1994, MCB UP Limited